If you are an eCommerce company that uses Google Analytics effectively, then undoubtedly you are questioning how you should optimize your Google and Facebook ad campaigns based on what you see in Google Analytics.
That's where Optily comes in. By connecting an eCommerce enabled Google Analytics view, Optily can retrieve campaign-level attributed performance data and combine it in a single report with your advertising campaigns.
As shown in the screenshot below, this eCommerce client can report on Google and Facebook Ad campaign performance and GA-specific performance data like Revenue, ROAS, Conversion Rate and Average Order Value per campaign.
But connecting Google Analytics isn't just about convenient reporting: it's about automated optimization. Once connected, you use Google Analytics specific Goals like ROAS (Analytics-Reported), Cost per Transaction, Conversion Rate and Optimize Revenue to generate, and automatically apply, budget reallocation recommendations.
If in doubt about which Goal to use, we recommend the weighted goal Optimize Revenue which blends a combination of performance data for optimization. This goal weighs six google analytics metrics: ROAS (Channel and Analytics), Conversion Rate, AOV, CPC, CTR and Total Revenue (Channel and Analytics).
Sold? Here's a simple guide on how to connect GA and Optily: How do I connect Optily to Google Analytics?
Additional support articles:
Want to enable eCommerce in GA? Here's a guide: Enabling eCommerce for a Google Analytics
Curious about which Goal to use for Optimization? This article may help: How do I choose the most appropriate Optily goal?